TRENTON — Big brand stores are gearing up for their most profitable retail sales event of the year — Black Friday. The infamous day is named after the accounting terminology of when retailers pivot from writing their legers in red ink to black ink.

As circulars and flyers blow into newspapers in time for Nov. 23, local retailers are also stocking up on inventory, hoping their personalized approach to shopping will influence city residents to buy local instead of at a chain store.

“Our prices are a lot better and we carry almost the same merchandise,” said Pierre Bonilla, the son of the owner of Capital Jewelers. The East State Street jewelry store has been a staple in the neighborhood for over 25 years and is considered a trustworthy source for good prices and quality jewels.

“When you go to these big name stores, like Jared Jewelers, you are just paying for their name, even when they say they are giving you a discount, they really just jack up their prices then cut from that,” Bonilla said.

Advertisement

Bonilla’s family run business keeps their overhead to a minimum and passes the savings along to their customers. “If someone comes in and asks for a discount, even though our prices are low, I still give it to them,” he said.

The reputation of the business was built by his father and continues with his personal attention to each customer, selling merchandise specific to their price points and their longevity in the neighborhood satisfies a customer’s desire to trust the retailer. “They know we are here, and if they have a problem, me or my dad can help take care of it.”

Small businesses, according to industry insiders, are considered to be the job generating engine which will help fuel the economy.

“Ninety-five percent of all retail businesses only have one location,” said National Retail Federation Senior Vice President Ellen Davis. The industry’s largest advocacy group, NRF confirmed that most small business retailers want to increase the number of employees they hire, especially during the holiday season.

Although most independent proprietors are not willing to give into the gimmicky hype which encourage shoppers to line up during the wee hours of the night to get deeply discounted deals early Friday morning, small business owners are willing to provide an extra level of service most brand name stores do not provide.

“We go above and beyond, sometimes a little too much,” said owner of Mike’s Computer and Electronics store, Mike Register Sr. The new store, which opened for business a little over a year ago, is steps away from City Hall. The prime location has afforded Register the opportunity to spend minimally on marketing and focus his attention on confused customers who simply walk through the doors.

“It is safer to come here than to go to Best Buy, because here we offer personal service, we help the customers set up their computers and we even offer repair services,” said the young entrepreneur who initially started the business from his home.

“I try to make everything really affordable because we know what our customers want, and even try to stay under the competition’s prices,” Register added.

The store, which is packed full of routers, computers, laptops and a slew of wires that would make any information technology professional giddy with excitement, enjoys being small and homegrown. Register shared stories of free house calls to help senior citizens set up their computer systems, or his abiltiy to refurbish computers and sell them at deeply discounted prices for newbie users. “On Black Friday a parent can come in and get a laptop, which I fixed, for $150 for their kids,” he said.

Local businesses are also banking on accessibility as another attractive option for local buyers, giving shoppers the option to purchase holiday presents easier and closer to home.

“People don’t have to ride the bus to get to the mall to buy their gifts,” said Darrell Artis in front of his makeshift toy store located on the street, in front of Mike’s Computer and Electronics. “I’m just trying to make a living and I have a goal to open a 99 cent store right next door,” he said.

Artis chose the prime retail location citing the low overhead costs, and his ability to customize the merchandise for potential customers who simply walk by, “If someone wants a specific toy I can get them that and if someone is a last minute shopper they can walk by my toy stand here and pick something up,” he said.

The “out-of-the-box,” retailer, which sells brand name toys like Barbie, prides himself on his ingenuity, and is willing to go above and beyond to serve the people and children of Trenton. “I will be open on Thanksgiving Day if the weather permits, no lines and I will also give away free smiles, that really makes a person’s day.”